The MACO Innovation Tour, an eleven-month roadshow featuring a 65 m² mobile showroom traveling across Europe, was an award-winning communication strategy. Instead of relying on traditional trade fairs, MACO chose a mobile format to showcase the innovative power of its products, such as the fully electronic door lock INSTINCT. Thousands of visitors had the chance to experience the innovations firsthand and take part in an entertaining program. The tour’s success, which was even honored with the German Brand Award, confirmed the effectiveness of this direct customer engagement.

Our role in this project was to realize this communication strategy. We were responsible for strategic tour planning and provided a SPACE3 roadshow truck, designed from the ground up as a mobile showroom. Our team handled the professional interior construction to enable compelling product presentations, as well as the complete branding of the vehicle. Through this comprehensive implementation, we created the foundation for MACO’s successful and impactful roadshow, bringing the brand directly to its customers.